Competitive Intelligence

Competitive Intelligence: 

Competitive Intelligence Kunal mehta Department of Quality assurance 1

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“The ability to focus attention on important things is a defining characteristic of intelligence” 9/2/2011 Competitive Intelligence 2

What is Competitive Intelligence?: 

What is Competitive Intelligence? “It’s the process of ethically collecting, analysing, and disseminating accurate, relevant, specific, timely, foresighted and actionable intelligence regarding the implications of business environment, competitors, and the organization itself” 9/2/2011 Competitive Intelligence 3

Why Intelligence?: 

Why Intelligence? Intelligence is usually ahead of its time, and exploits analytics pertaining to past behaviour for provision of much required insight into course of events. 9/2/2011 Competitive Intelligence 4

Competitive Intelligence as a Product: 

Competitive Intelligence as a Product Competitive Intelligence is ethical, timely and useful value-added information on customers, competitors, other stakeholders in the competitive environment and the within the firm. 9/2/2011 Competitive Intelligence 5

Competitive Intelligence as a Process: 

Competitive Intelligence as a Process In this case, it involves establishing intelligence needs, generating information, analysing and disseminating actionable intelligence to key decision makers, for building competitive advantage and boosting profitability. 9/2/2011 Competitive Intelligence 6

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“If you are ignorant of both your enemy and yourself, then you are a fool and certain to be defeated in every battle.” - Sun Tzu 9/2/2011 Competitive Intelligence 7

Function of Intelligence: 

Function of Intelligence 9/2/2011 Competitive Intelligence 8

7Ps of CI: 

7Ps of CI People Porism Plan Processes Prod Pathfinder Performance 9/2/2011 Competitive Intelligence 9

Categories of Competitive Intelligence: 

Categories of Competitive Intelligence 9/2/2011 Competitive Intelligence 10

Market Intelligence: 

Market Intelligence This highlights acquisition and analysis of information pertaining to trends, geopolitical issues and regulations in a firm’s market. 9/2/2011 Competitive Intelligence 11

Competitor Intelligence: 

Competitor Intelligence This involves monitoring and analysis of key competitors, budding competitors, new competitors and probable competitors. 9/2/2011 Competitive Intelligence 12

Partner Intelligence: 

Partner Intelligence This involves keeping tabs on every individual and organization that has a form of value network with the value chain of a particular firm. 9/2/2011 Competitive Intelligence 13

Customer/Prospect Intelligence: 

Customer/Prospect Intelligence This embraces continuous identification and analysis of demographic factors, budget cycles, key internal influences and key focus areas of customers/prospects. 9/2/2011 Competitive Intelligence 14

Technical Intelligence: 

Technical Intelligence It entails examining every accessible research and development report and allied technical application in order to keep track of competitive technical know-how, make out business alternatives, and generate appropriate and well-timed warning signal to decision makers. 9/2/2011 Competitive Intelligence 15

Counterintelligence: 

Counterintelligence It’s a process of securing business secrets, plans, techniques, programmes and projects in order to ward-off adversary. 9/2/2011 Competitive Intelligence 16

How does CI improve Business Performance?: 

How does CI improve Business Performance? Lessens costs Boosts sales Captures alliance opportunities Discover gainful acquisition prospect Clamps down on competitors’ profits and sales Enhances defensive strategies Improves organizational agility Achieve first-class status for higher prices Provides leverage for outwitting performance barrier 9/2/2011 Competitive Intelligence 17

Overview of CI Process Models: 

Overview of CI Process Models Ashton and Stacey Business Intelligence Process Model 4Cs Process Model 9/2/2011 Competitive Intelligence 18

Ashton and Stacey Business Intelligence Process Model: 

Ashton and Stacey Business Intelligence Process Model 2. Collect Source Materials 3. Analyze Source Data 1. Plan Intelligence Activities Intelligence Information Systems 4. Deliver Information Products 6. Evaluate Programme Performance 5. Apply Intelligence Results Impacts Needs Data Needs Targets Sources Methods Information Feedback Intelligence 9/2/2011 Competitive Intelligence 19

4Cs Process Model: 

4Cs Process Model Collection Definition and planning based on user requirements Raw information collection from primary and secondary sources as related to intelligence requirements Conversion Collate and catalogue data Integrate data with other related data elements Analyze, interpret and process data CI/Intelligence Information System Countering Utilization of intelligence in the decision making process Communications Disseminating data to relevant users Establishing feedback mechanisms to ensure that information matches needs Intelligence User 9/2/2011 Competitive Intelligence 20

CI Conversion: 

CI Conversion Data Analyze Synthesize Information Insight Experience Intelligence Competitive Advantage 9/2/2011 Competitive Intelligence 21

Generic CI Process: 

Generic CI Process 9/2/2011 Competitive Intelligence 22

CI Analytical Scheme: 

CI Analytical Scheme 9/2/2011 Competitive Intelligence 23

Competitive Intelligence: The Bridge Between Information and Action: 

Competitive Intelligence: The Bridge Between Information and Action Competitive Intelligence Magazines Newswires SEC filings Web Sites Census Market Research Newspapers Business Intelligence Software News Portals Online Directories Vertical Portals News Portals Research Shops Competitor Profiling SWOT Analysis Trend Analysis Simulation Forecasting Monitoring Tailoring Archiving Communications Brand Marketing Position Human Resources Suppliers Mergers/Acquisition Financial Product Dev. Business Dev. Public Relations Marketing Information 9/2/2011 Competitive Intelligence 24

Primary Sources of Data: 

Primary Sources of Data Observations Marketplace Surveys Interview with Internal Experts Journalists Discussion Forums Internet Blog Industry/Product/General Wiki Professional Institutes Trade Unions & Associations Customers Professionals within the industry Suppliers to the industry Competitors Stockbrokers Conferences 9/2/2011 Competitive Intelligence 25

Secondary Sources of Data: 

Secondary Sources of Data Directories Trade Publications Newspapers Federal Office of Statistics Magazines Journals Newsletters Industry Periodicals Government Statements and Reports Annual Reports Online Databases Vendor’s Promotional Material Press Releases Websites Subscription News Feeds 9/2/2011 Competitive Intelligence 26

Uses of Competitive Intelligence: 

Uses of Competitive Intelligence Acquisition and Prevention of Acquisition Merger Process Sales Business Modeling Strategic Alliances Manpower Development Organizational Development Strategic Course-Plotting Issues Monitoring Due Diligence Benchmarking Technology Assessment New Venture Development Satisfaction Surveys Environmental Scanning Business Opportunities and Risks Ascertainment Generic Business Development Programmes 9/2/2011 Competitive Intelligence 27

12 Application Priorities of CI: 

12 Application Priorities of CI Current Competitor Activities and Strategy Monitoring Customers, Vendors and Other External Allied Monitoring Operational Performance and Benchmarking Product/Service Sales and Marketing Support Strategic Probabilities and Possible Futures Internal Knowledge Management Intellectual Property Exploitation and Protection Mergers, Acquisitions, Alliance and Investment Support Long-Term Market Prospects Counter-Intelligence & Information Security Legislative and Regulatory Activity as well as Impact on Business Issues Executive Decision-Support and Competitive Strategy Planning 9/2/2011 Competitive Intelligence 28

Competitive Intelligence Solution: 

Competitive Intelligence Solution An apposite Competitive Intelligence Solution provides a tested platform for conducting data-banking, synthesis, analysis, structured evaluation and sophisticated report generation. Examples of CI Solution Cipher Solution from Cipher Systems. ACIS from Coemergence Inc. Astragy from Astragy B.V. 9/2/2011 Competitive Intelligence 29

Conclusion: : 

Conclusion: The CI function was created to improve the planning cycle by collecting detailed competitive information to project future environments. It is a growth engine for business in a highly competitive scenario. Strategy without competitive intelligence is not a strategy it’s a guess 9/2/2011 Competitive Intelligence 30

  REFERENCES: : 

REFERENCES: 1. Lary Kahaner , “ Basics of Competitive intelligence ”, cited http:// www.exinfm.com/training/pdfiles/intro_comp_intelligence.pdf accessed: 19 October 2008 . 2. Cynthia Shamel , “ The competitive intelligence process and how to locate information ”, cited http:// www.shamelinfo.com/articles/lawlibrarians.pdf accessed19 th October 2008 . 3. “ Competitive Intelligence ”, cited http:// http://www.referenceforbusiness.com/management/Bun-Comp/Competitive-Intelligence.htm, accessed: 20 October . Competitive Intelligence 31

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4. Burwell, Helen P. Online Competitive Intelligence: Increase Your Profits Using Cyber-Intelligence. Tempe, AZ: Facts on Demand Press, 1999 5. H.Keith Melton, “What? Me, Worry? ”, Harvard Business Review,1 November 2005, page no 26 . 6. “Pharmaceutical Competitive Intelligence” cited http://factiva.com/pharmaceutical-competitive-intelligence.html accessed: 20 October 2008. 9/2/2011 Competitive Intelligence 32

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7. “Competitive Intelligence” cited http://en.wikipedia.org/wiki/Competitive_intelligence on 16 th October 2008. 8. “Strategic Intelligence” cited http://pharmexec.findpharma.com/pharmexec/article/articleDetail.jsp?id=187084 accessed: 18 October 2008 9. “ Pharmaceutical Industry Dynamics that drove the formation & growth of the Competitive Intelligence function” cited units.sla.org/division/ dpht /Spring2005/Presentation/MahoneyN_Keynote.ppt  Accessed: 21 October 2008 10.Douglas Burnhardt , “Competitive Intelligence”, Prentice Hall Publication page no 09. 9/2/2011 Competitive Intelligence 33

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Thank You